MTNL Launches Co-Branded Portal With AOL India…Why?
If someone understands the strategy behind this tie-up, do let me know. MTNL and AOL India have launched a co-branded site – mtnl.aol.in, reports PTI…by the looks of it, it’s the same as aol.in, but with an MTNL banner where an advert is placed in the regular site, and one section in the right column pushed down, replaced with a section that links to MTNL information. The rest of page links to regular AOL content, with no apparent return path to the MTNL page. However, there’s talk of advertising revenue share from the AOL MTNL page – MTNL gets 35 percent, and AOL gets the rest. But how will users get to this page anyway – there’s no link to the MTNL page from main AOL site.
Update: Rafat informs me that it’s common for AOL to create a start page for ISPs. That works out well when, like in case of Sify Broadband and SifyMax, the site loads automatically upon login – hence contributing pageviews. Users may not like it. However, in case of MTNLs ADSL based connections that don’t require users to log in, I don’t think they will be able force the MTNL AOL page to pop up.
duuuudde nikhil – again man. why dont you just chill out? nobody really cares about AOL nor about your opinion on it. just an advise bro. be cool. get some action. and if you need to know before you get action – then basically mtnl ISP users will be taken to this page everytime they log in… ja chal.
Amit: I'm an MTNL subscriber, and one doesn't have to log in – just switch the modem on. So no question of MTNL AOL page popping up on login.
This is an established practice in the US with major Internet companies slugging it out to put up Co-branded home pages in partnership with major ISP's.
beyond unlimited usage ADSL, it still might make some sense for MTNL. Dial up and "usage based fee" broadband connections require some sort of a log-in or a desktop client and AOL and MTNL can hope to capitalize on the page views generated by users who dont care to change their default home page in the internet browsers ( which contrary to popular perception – is a LOT of people).
Besides from AOL's perspective, effort required to put up a co branded portal is a minimal variable cost ( of having to create a "Presented by MTNL" logo and analytics to monitor page views on this URL ).
For MTNL, it is an additional revenue stream ( assuming they are not paying the Portal company some money to run this co-branded website).
It's called Power Of Default . In US , AoL messenger is one of the top IM program just because it comes bundled with the ISP Package .
Prashant and Chandra: MTNLs broadband doesn't require a login/desktop client…there's no bundling. Also, in the release – there's no talk of bundling with the package.
Dear Nikhil, I think you need to go to US or Europe and study the markets before you ask Why ? etc. It feels bad for a Jorno like you to ask such basic questions. Your credibility is at Stake Yo. Chandra has articulated it so well.
Just chill guys. Nikhil has done his home work before asking the Q. I use a always-on MTNL broadband and one doesnot need to log-in.
Cheers.